(Economic Observation) The mayor market is on the line when China's consumption is picking up
China News Agency, Beijing, June 10 (Reporter Wang Enbo) Recently, a group of middle-aged people appeared in the live broadcast rooms of many Chinese online platforms. Although they are not as clever as professional anchors, and even have a little bit of the form of live broadcast, but they are absolutely unambiguous when they shout their own products. Their identity is actually the mayor of many places in China.
With the overall stabilization of the domestic epidemic situation, many local officials in China are now focusing more on stabilizing the economy. Live broadcast of "carrying goods" is a new move to promote consumption and expand domestic demand. According to business big data monitoring, there were more than 4 million live broadcasts of Chinese e-commerce in the first quarter alone, and more than 100 mayors and county magistrates entered the live broadcast room to “endorse” local products.
The mayors "carry goods" can be very particular, they prefer local specialty products.
In the afternoon of the first day of unblocking in Wuhan, Li Qiang entered the live room of Douyin's "Mayor Takes You to See Hubei" as a member of the Party Group of the Wuhan Municipal Government to recommend netizens such as hot dry noodles and Zhou Heiya to local netizens. Was formally appointed as deputy mayor of Wuhan. The data shows that the cumulative number of viewers of the live broadcast event exceeded 2.52 million, and the total sales of the goods brought on that day reached 17.93 million yuan (RMB, the same below), and the cumulative sales of more than 299,000 products.
"It's not my wife who sells melons. Dalian's cherries are really the best in the country." Jin Guowei, deputy mayor of Dalian, "sells" to netizens that local specialties and seafood. He shouted hard in the live broadcast room of Pinduoduo, "Dalian is located in the golden geographical position of 39° north latitude, which determines that the excellent taste and nutritional value of Dalian seafood and fruits are irreplaceable."
Some mayors "bring goods" for local specialties, and some mayors promote higher things.
The one-month Shanghai information consumption Yunfenghui event was launched a few days ago, and Shanghai Vice Mayor Wu Qing became an "anchor" at the opening ceremony, recommending a series of new digital infrastructure products in Shanghai, including intelligent connected cars, Tianyan CT, robots, etc. . It is worth mentioning that these product-related technologies have played a role in the field of anti-epidemic, and the degree of intelligence is quite high.
The deputy mayor of Qingdao, Geng Tao, "carrying goods" is even more important. He introduced Jiefang Qingqi truck online to millions of "kayou" nationwide in the live broadcast room, and personally bargained for netizens. According to statistics, the total number of people who watched this live broadcast online exceeded 4.46 million, and a limited number of 2020 trucks were sold out within 5 hours. The total transaction value is expected to reach 600 million yuan.
The mayors personally staged a live broadcast of "Bringing Goods", which is a microcosm of China's current efforts to promote consumption and hedge the epidemic.
With the accelerated recovery of businesses and markets, and the restoration of residents' order of life, especially driven by a number of consumer-promoting policies, sales in the Chinese market have continued to improve recently. The popular “618” shopping festival in the middle of the year further strengthened the market activity.
As the first large-scale online shopping festival after the epidemic, the "618" is considered to play an important role in promoting the recovery of consumption, and the promotion of each platform is more intense and more direct. For example, JD.com announced the launch of 10 billion subsidies, 100 billion discounts, 10 billion consumer coupons, and provided more than 200 million 50% off merchandise; Alibaba's Tmall united parties issued cash coupons and subsidies exceeding 10 billion yuan, and the pre-sale began After that, an additional 4 billion yuan will be added; for Pinduoduo, some commodity subsidies will be increased, and there is no upper limit.
In particular, it is worth mentioning that many governments have also participated in this year, joining hands with e-commerce platforms to deliver benefits to consumers. For example, Beijing plans to issue 12.2 billion consumer coupons. The first batch of special consumer coupons and smart product consumer coupons were issued on the JD APP on June 6, covering ten areas including catering, shopping, culture, and tourism.
After receiving the coupons, many consumers immediately opened the "buy, buy, buy" mode. According to data released by JD.com, consumer coupons have an obvious pulling effect on Beijing's consumption. A large number of consumers have used consumer coupons to purchase smart devices such as mobile phones. The written-off consumer coupons have leveraged online consumption with nearly 10 times leverage.
Against the backdrop of the mayor's market, Standard Chartered Bank expects that China's social consumer goods retail sales and fixed asset investment may rebound sharply in May with the release of suppressed demand and government policy support during the epidemic. The recovery of domestic demand will lead the continued recovery of the Chinese economy. (Finish)